To provide a conceptual framework for this discussion, we employ the classic BuyGrid model (Fig. 1). Although we have proposed a new BuyGrid framework. Video created by IE Business School for the course “Marketing Strategy Capstone Project”. Learn online and earn valuable credentials from top universities like. The purpose of this study was to perform a statistical evaluation of the BUYGRID Analytic Framework (BAF) to determine whether it is a general model of.

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Need gaps create the motive behind any purchase.

As buyphases are completed, the process of ‘ creeping commitment ‘ occurs and reduces the likelihood of new suppliers gaining access to the buying situation. Buy phase represents the logical eight steps businesses or consumers involved in extensive problem solving go through. A shortcoming of the organizational buying approach is the negligence the supplier’s side and the influence this party wields on the customer’s organisational decision process. What are the information sources?

Suppliers need to fill out this matrix for frameork firm’s specific situation.

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The organisational buying model focuses mainly on products and not on services. The model includes two components: The challenge for the new supplier is to offer better conditions or draw the buyer’s attention to greater benefits than in the current offering. Their framework consists of a matrix of buyclasses and buyphases.


It applies to all purchase situations.

buygrid framework

They saw industrial buying not as single events, but as organisational decision-making processes where multiple individuals decide on a purchase. The relationship needs to be developed during phases 3 to 7. What are the used performance indicators?

For business marketers it is critical for their products or services to be listed as approved vendors for straight rebuys. The buyer retains the supplier as long as the level of satisfaction with the delivery, quality and price is maintained.

The model explains the likely interaction between buyer and seller activities given the purchase needs of an organisation. Assessing the buyer’s needs and determining gaps between the current and desired situation is important.

The number of steps varies with the buy-class, the type of buying decision. The buying process can vary from highly formalised to an approximation depending on the nature of the buying organisation, the size of the deal and the buying situation. These components should be addressed in meetings in order to obtain commitment. In such circumstances, the buying centre framswork to require fewer participants and allow for a quicker decision process than in a new task buyclass.

Most business-buying situations do not involve all of the steps in the buy-grip model. The major implication of Robinson, Faris and Wind’s research is that industrial buying behaviour depends more on the buying situation than on the type of product.

BuyGrid Framework (MBA) –

The model neglects the importance of acquisition buygrd sales processes. Buyers need assistance in forming realistic perceptions of both the current and the desired situation.


It helps sales personnel deliver the correct message at the right time. The buying side of the model can be used for both consumer and business related buying processes. Marketers who can become involved early in the decision-making process have a greater chance of being considered in the final selection process.

The buyer wants to replace a product the organisation uses. The decision making may involve plans to modify the product buygrif, prices, terms or suppliers as when managers of the company believe that such a change will enhance quality or reduce cost.

The greater the cost or perceived risks related to the purchase, the greater the need for information and the larger the number of participants in the buying centre. Buyer loyalty and customer satisfaction are primarily determined by the sales activities during this last phase. The buygrid framework proved its worth to the scientific community as one of the few industrial marketing models.

Modified Rebuy The buyer wants to replace a product the organisation uses. Business-to-business marketers recognize that at each step buygird the buying process, business buyers have different needs, and different groups within the organization may be involved.